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Contents
What is the satisfaction survey? ........................................................................................ 3
Why is the survey undertaken? ......................................................................................... 3
How were the draft questions and domains for the questionnaire designed? ..................... 3
What sorts of questions are asked of respondents? .......................................................... 4
Are there any other questions in addition to the satisfaction domains? .............................. 4
What flexibility is there to add questions which are specific to my sport? ........................... 5
Are all sub-disciplines within our sport sampled equally? .................................................. 5
How is the sample constructed across key demographics, for example age, gender, and
ethnicity? ........................................................................................................................... 5
Is the sample constructed across varying levels of engagement in sport? ......................... 5
The questionnaire is quite long, how can we be sure of a reasonable response rate? ....... 5
Some questions are not relevant to participation in my sport, Why? .................................. 6
We would like to ask further questions on peoples ambitions or how they got into the
sport, how will this be dealt with?....................................................................................... 6
The respondent may play a number of sports, how do we ensure they continue to answer
based on that sport? .......................................................................................................... 6
Are the question domains randomised in terms of the order in which they are asked? ...... 6
How is each of the domains weighted?.............................................................................. 7
How will the three participant groups (General Participant, Affiliated Club Members and
Talent Pool) be weighted across?...................................................................................... 7
There seems to be no difference between the General Participants and Affiliated Club
Members questionnaire why? ......................................................................................... 7
Are we sure that respondents understand the language used within the questionnaire? ... 7
What if we discover that a large number of respondents show dissatisfaction with a
particular aspect or element of satisfaction? ...................................................................... 8
Why does this survey measure participants satisfaction but not the satisfaction of
coaches, volunteers and officials? ..................................................................................... 8
Some sports do not own their facilities; is this taken into account in the scoring and
analysis? ........................................................................................................................... 8
Are affiliated club members or talented athletes only asked about their experience at their
home club or as NGB members?....................................................................................... 8
Creating a sporting habit for life
What if a survey respondent in the talent pool has been turned down for funding and is
disappointed? .................................................................................................................... 9
Can I use the survey as an evaluation tool for use in specific interventions? ..................... 9
When will survey results be available? ............................................................................ 10
How is the survey conducted? ......................................................................................... 10
Who is undertaking the survey?....................................................................................... 10
When is the survey conducted? ....................................................................................... 10
What type of sports participants are surveyed? ............................................................... 10
How many participants are surveyed? ............................................................................. 11
Is a sample size of 300 large enough to produce an accurate result in a large participant
sport? .............................................................................................................................. 12
Is the survey for adults only? ........................................................................................... 12
Creating a sporting habit for life
The survey is not about people's general views for example on 'the state of the sport in
England', 'services provided by local government' or 'levels of public investment in sport',
although these things potentially impact on personal experiences.
Our strategy identifies the importance of quality of the sporting experience in keeping people
involved in sport. There is evidence to show people's continued involvement in sport is
driven by their enjoyment of taking part and that this - in turn - is heavily affected by the
quality of their sporting experience.
The recognised experts in their sport, national governing bodies ( NGBs ) are at the heart of
the strategy, and are commissioned by Sport England to deliver against key outcomes
including the satisfaction levels of people taking part in their sport.
The research provides a statistically robust measure of satisfaction with the quality of the
sporting experience by individual sports. This has given us a basis for tracking the
achievement of national targets for each sport. The survey also supports improved planning
and investment decisions by providing greater understanding and knowledge of satisfaction
profiles in each sport.
How were the draft questions and domains for the questionnaire
designed?
The question areas have been informed by:
3. Scoping work carried out by Ipsos MORI, including their knowledge and experience
measuring customer satisfaction in the context of brand loyalty
5. Further consultation with other NGBs and sporting partners throughout the summer
of 2008.
Creating a sporting habit for life
The questionnaire was cognitively tested and piloted prior to the full recruitment of the panel
and deployment of the questionnaire.
Performance domain: the opportunities I had to learn, practice and develop skills in
my sport
Exertion and fitness domain: the opportunities I had to improve my fitness levels
participating in my sport
Diversion and release from everyday life domain: the opportunities the sport gave me
to relieve stress, unwind and get away from the everyday routine
Socialising/ belonging domain: the opportunities for me to socialise through my sport
Organisation people and staff domain: how welcoming the people were at the
places in which I took part in my sport
Organisation logistics and arrangements domain: the ease of making a booking
when I participated in my sport
Facilities and playing environment domain: the quality of the surfaces where I took
part in my sport
Coaching domain: the opportunity to receive coaching from an instructor or coach at
the level that suited my ability
Officiating domain: the availability of qualified officials when I competed in my sport
Value for money domain: the value for money of participating in my sport
The questionnaire also contains questions asked to those who no longer participate, to
identify the reasons people might drop out of sport.
Creating a sporting habit for life
These additional questions were discussed and confirmed in consultation with the NGBs,
Ipsos MORI and Sport England.
The Sport Satisfaction Survey is not based on cold calling but rather a briefed panel that
understand the commitment required when signing up to be part of the panel. In addition the
Sport Satisfaction Survey is considered relatively short, compared to other online surveys.
Due to the nature of the subject matter and the likely enthusiasm of many respondents, we
do not anticipate high attrition rates from the selected panels. On advice from Ipsos MORI
we plan for an annual attrition in the order of 25%. A reasonable amount of refresh to the
panels is additionally good practice to ensure that we do not build in biases to the responses
due to increased respondent knowledge and social desirability factors.
Creating a sporting habit for life
Everybody plays sport for their own individual reasons therefore it is the respondents
decision as to whether a question is or is not of relevance to them. The respondent can
choose how relevant it is by completing the satisfaction and importance question, or
selecting not applicable.
We do not wish to dictate what areas of sport are important to the individual participant, but
instead use this work to test and challenge assumptions on what is important to participants
when thinking about the satisfaction with their sporting experience
This piece of work is pivotal to Sport Englands strategy, in particular the importance of
keeping people engaged in sport. However each sport has the scope to add three bespoke
questions for their sport, and the questionnaire includes questions on past, future
participation behaviour.
How will the three participant groups (General Participant, Affiliated Club
Members and Talent Pool) be weighted across?
The overall satisfaction scores for each individual sport are weighted to reflect the
participation profile of each sport, based on the three engagement levels (general
participant, affiliated club member and the talent pool).
The questionnaire for the Talent Pool participants is different as clearly there are some
elements of satisfaction which are unique/specific to being a talented athlete, such as the
level of access to sports medicine to avoid or recover from injury.
In designing the questionnaire content we looked as far as possible to, and in a framework
that makes sense, to get consistency in the question content across the level of
engagements and across different sports. This is so the overall results can be analysed
across the varying levels of engagement. For example how does satisfaction amongst tennis
general participants compare to tennis affiliated club members this comparison is made
easier if the survey content is the same.
Are we sure that respondents understand the language used within the
questionnaire?
Whilst we are confident of the language within the questionnaire, the questions were
cognitively tested among a sample of respondents in Jan/Feb 2009.
Cognitive testing is a process by which people answer the questions and then are
interviewed to establish their interpretation, thought processes in giving the answers they
did. This ensures that the questions are constructed effectively, and are easy to interpret.
The results of the cognitive testing highlighted that overall the questions and the domain
structure worked very well. Some minor tweaking to some of the questions happened as a
result of the feedback from the cognitive testing.
Creating a sporting habit for life
Why does this survey measure participants satisfaction but not the
satisfaction of coaches, volunteers and officials?
The Sport Satisfaction Survey is designed to measure one of Sport Englands strategic
objectives which relates to excellent satisfaction for participants to keep them playing sport.
This means satisfaction with the sporting experience from the perspective of a participant,
not of a coach or an official.
However, the questionnaire does contain domains regarding the satisfaction with the quality
of each of these three groups, (from the perspective of the participant) as they are each an
important part of the sporting landscape.
Some sports do not own their facilities; is this taken into account in the
scoring and analysis?
We accept that the situation with regards to facility ownership is different across sport,
however we expect the governing bodies to appreciate the context of their sport and respond
appropriately to improve, whether that be through investment, influencing delivery partners,
or any other means.
The satisfaction index reflects the participants satisfaction and will not be weighted to
account for whether sports do or dont own facilities.
Are affiliated club members or talented athletes only asked about their
experience at their home club or as NGB members?
No, of course an individual's experience as part of a club or a particular program contribute
to a respondents overall satisfaction with the quality of the sporting experience. However all
survey respondents are asked to consider their sport, and their experience as a whole within
the past 12 months, whether playing home or away, inside a NGB program or not.
Creating a sporting habit for life
Respondents are not asked to focus on any specific location or programme they have
engaged in or participated in. For example, a golfer is asked about their satisfaction as a
golfer wherever they have played within the last 12 months, not purely their experience at
the course where they are a member.
Questions posed in the talented athlete survey such as access to sports medicine may only
be relevant in relation to a specific talent development program, however for the survey as
a whole they are asked to consider their experiences as an athlete, not as a member of a
specific talent development program.
What if a survey respondent in the talent pool has been turned down for
funding and is disappointed?
The questionnaire has been formulated to reflect the end outcome of the quality of the
sporting experience rather than satisfaction with the national governing body itself.
In theory this survey could be applied to a sport without any governing body, and indeed the
General Participant element of the survey will measure the satisfaction of those who
participate with relatively little or no direct interaction with their governing body.
We recognise that certain issues may sour ones overall opinion, however we are confident
that the sample size and construction (the survey involves selecting a random sample of
respondents) is such that one individual score of dissatisfaction would be ironed out within
the overall sample.
However if there is genuine general dissatisfaction with the openness of a funding process,
then it is appropriate that this should be reflected, so that the goverming body can act
accordingly.
The survey questions are the copyright of Sport England, so permission to utilise the
questions within the survey must be obtained from Sport England.
Creating a sporting habit for life
Results from the previous three survey waves (2009, 2010, and 2011) are also available on
our website.
The online methodology is also supplemented with a small proportion of paper based
questionnaires. Additionally, for some sports, face-to-face recruitment at events and leisure
centres is used.
The second year of the survey (2010) took place at the same time as the 2009 survey, with
fieldwork from March to May 2010.
The third year of the survey (2011) took place between March and May 2011.
The fourth year of the survey (2012) took place between February and May 2012.
General participant
These are recruited randomly from respondents to the Active People Survey (APS)
(approximately 60% of respondents indicated that they are happy to be re-contacted). For
Creating a sporting habit for life
small participant sports a snowball sampling approach is used where each selected
respondent identified in APS names two or three other known participants in the sport from
which an additional sample is drawn. Respondents are also recruited using additional
methods, such as placing banner advertisements on Facebook, attending sport specific
events and sourcing participants at leisure centres and universities.
Talent pool
A random sample of athletes in the talent pool will be selected from a sampling frame
provided by the governing body. Again Data Protection requirements are adhered to in the
provision of this contact information from the governing body.
Panel members are recruited based on a certain level of current participation. For the
majority of sports this level is participation at least once a week, but in recognition that some
sports are not predominantly characterised by weekly participation (e.g. sailing, skiing) the
participation frequency is based on monthly (at least once in the last four weeks)
participation.
In many cases, the achieved sample for the talent pool is less than 300, as many have small
talent pools (of less than 300 people).
For smaller participant sports it was also a challenge to obtain a sample of 300 general
participants so the sample was therefore smaller than 300 (and less than a total of 900
overall) for some sports.
The overall number of people (sample) who completed the surveys is as follows:
2009: 44,390
2010: 44,960
2011: 38,559
2012: 43,900
Creating a sporting habit for life
It has advised Sport England that a sample of 300 is the optimum sample size to provide the
results required. In those sports with a smaller pool of participants we will endeavour to
interview as close to 100% of those participants, i.e. as close as possible to interview the
whole universe.